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Lead scoring still happens to be a new concept for many. However, the ones who are aware of the concept recognize its worth and value in enhancing lead nurturing efforts and driving demand. Numerous enterprises have been making use of lead scoring and are passing it on to sales. The reason being, that lead scoring has greater utilities than just developing the value of individual leads. It enables marketers to identify various market trends. At the same time, it helps marketers to reject what does not work and adjust to what does. Contrary to few popular notions, lead scoring does not mean forecasting who will buy what, but rather who is interested in a deeper discussion. It gives a clear picture about where someone stands in terms of the research process. The marketing teams use it to enhance efficiency thus paving the path for successful sales enablement using this information.

The apt way to ascertain that your lead scoring procedures work for you is to ensure first that your company has recognized its business agendas and targets well and have identified its target consumers. According to a Gartner report, successful businesses that are serious towards their leads, categorizes them in various classes, such as “hot” prospects can be assigned as “gold”, whereas on the other hand warmer leads can be designated as “bronze” or “silver”. The motto is to make the most use of the lead management campaigns. However, others choose lead scoring solutions that provide real-time information, assuring continuous updates about the leads. Today more and more businesses are opting in for lead scoring. Following are few interesting trends that you might notice in the pipe this year.

• Lead scoring identified not only as a sales enabler but also as a marketing competence tool. Lead scoring uses advanced technologies, that enable organizations to recognize what works and what does not concerning prospects. Hence, in future marketing teams would depend more on lead scoring results.
• Lead scoring will influence recruitment. Lead scoring would allow its implementers to collect more inputs and as a result, the proficiencies expected from a marketing team would alter. Naturally, there will be a change in the manner of hiring conventional marketers. The focus would shift to ushering in more engineers and analysts. People monitoring a marketing department would prefer candidates who are able to arrange new data, use it better with a better understanding, and come up with precise decisions. 2011 will witness perhaps a new science of marketing.
• Importance given to analysis. In the forthcoming months, lead scoring techniques would ensure that the sales and marketing teams analyze along with thinking and understanding their sales and marketing techniques.
• Active role of Social Media in lead scoring methodologies. If 2010 was the year that the social media phenomenon caught on with enterprises, then 2011 will be the year that sees social media become an element that could change B2B lead scoring dynamics.
• Lead scoring would combine sales and marketing enablement activities. Automated lead scoring techniques come with the added advantage of making your sales and marketing teams talk to each other rather than develop campaigns as silos.
• Lead scoring would enable organization to recognize the non-prospective lead sources. Lead scoring has the ability of delivering organizations with an early intelligence concerning non-profitable lead sources. This ensures that the finances are not devoted to the leads that promise zero returns but rather invested towards higher quality leads

Therefore, we hope that these rewarding lead scoring trends makes it achieve greater conversation rates for your organization along with improved sales!